Last night, after weeks of media frenzy and round-the-clock speculation, two time NBA Most Valuable Player LeBron James announced his decision to sign with the Miami Heat, joining Dwyane Wade and Chris Bosh, during an hour-long prime time special on ESPN. The announcement was the culmination of weeks of cleverly and effectively conducted social media marketing and search marketing strategy.
LeBron James and his team took full advantage of the power of social media as a promotional tool. His official website http://lebronjames.com/ was redesigned weeks ago in anticipation of the media frenzy. LeBron himself opened a Twitter account on July 6th, just two days before his big announcement @KingJames. He asked his followers to submit any questions about his decision on Twitter, in which he would address during his prime time television special. As we speak, he has over 375,000 followers and still growing. LeBron’s last tweet from early this morning reads, “What’s up yall. Just landed in my new home. Thanks to all the fans and Miami organization who greeted me. The Road to History starts now!”
Search engine Bing participated as the “Official Decision Engine” for LeBron James’ website and as a presenting sponsor during his television program. Bing continues to act as a fundraiser for his charity of choice, the Boys and Girls Club of America, through sponsorships. LeBron James’ website features a prominent Bing search box, linking to search query results for the NBA star.
The effective campaign strategy shows that a big name can go far in social media. Moreover, if you are involved in a publicized event, you should definitely be utilizing social media to leverage the full promotional potential. Social media marketing requires an objective or goal, and researching, planning and implementing those strategies.